Integrity has been chosen as our platform with great care, as its twofold meaning will allow us to debate the issues that beset the food chain in today’s information age. First, its literal meaning, "the state of being whole or entire," is appropriate when set in context with the words "food chain." The food chain can no longer be seen as a complex flow of food from primary agriculture to the consumer. Today, each and every part of this flow must be considered a link, and the integrity of each link being the integrity for the entire chain.

Second, integrity is defined as "uncompromising adherence to moral and ethical principles." No longer is it sufficient to ensure the food chain is safe and efficient. Today, the consumer is increasingly aware and concerned about the provenance of their food. They are awash in "knowledge" lacking scientific basis via the internet, and they are easily manipulated by special interest groups and ill informed media comment. Their concerns are complex and include health, trade ethics, nutrition sustainability, the environment, politics, and mistrust of regulatory bodies and experts. With integrity now defined, the Forum will air the complex issues of integrity in the Global Food Chain.

This presentation covers all of the aspects of integrity including consumer driven forces. The Retailer and the Branded Manufacturer represent the final link in the food chain and here, at the interface with the consumer, all interpretations of integrity can be distilled down to the word trust. Retail brands have historically gained this trust by providing consistently safe and healthy foods and by being responsive to changing ideas and views on diet, nutrition and safety. Today, this is no longer adequate. The consumer is now better educated and informed with more complex concerns. Many of these concerns are sensitized by social interest groups raising awareness on issues such as the environment, sustainability, and ethics. Couple this awareness with consumers’ increasing mistrust of both regulatory bodies and experts, and maintenance of this trust becomes a very real issue. Retailers, now more than ever, need total integrity in the supply chain to provide full provenance for their products. Increasingly, retailers are moving their oversight further upstream to primary production to ensure this integrity. In global business there is tension about what defines product safety and integrity.

The New South Wales Trade and Investment Centre provides an eagle's view of Sydney Harbor and is the spectacular backdrop to a tasting / networking reception hosted by the NSW Government, through its Department of State and Regional Development. Delegates will enjoy a selection of the finest foods and wines available from Australia's Premier State, a menu designed by one of the city's signature chefs. Examples of leading agribusiness-related technologies from the Australian Technology Showcase will also be on display.

There is a tendency to view food safety as a problem that can be fixed with a given technology or a specific handling protocol. These solutions may best be described as "fragile technologies" that could cause unexpected events. A system that eliminates one set of pathogens in one part of the chain may likely open the door to a new set of potentially dangerous pathogens. There are widely differing views of the benefits and safety of GMOs, irradiation, and organics. What do the scientists say?

The traditional food safety information network of government, science, and business is being challenged by new sources of information, much of which is distributed via the internet. This information may or may not be scientifically sound and may promote misinformation or false technologies. How do the consumer and the food industry respond in this new information age?

Who holds the responsibility for ensuring integrity and safe food? What is the role of government versus industry? Can governments separate politics from science? Can industry be trusted to do it? What is the track record to date? Should medical type regulations and registrations be used for food? These issues are very important as we move to an ever-expanding global food system.

Thailand, typical of many developing nations, has an emerging middle and higher income class with sufficient income to desire processed foods sold in supermarkets. Traditional food supply chains in developing nations are often inefficient with many middlemen between the grower and the retail outlet. Supermarkets want to provide safe environmental friendly high quality products at competitive prices, a difficult goal to achieve with existing supply chains. There will be a case example presented by the panel about Tops Supermarkets in Thailand (Tops is owned by Royal Ahold of The Netherlands). Tops is working in cooperation with KLICT and ACC of The Netherlands, Syngenta, Rabobank International and the Thai Ministry of Agriculture to develop a production, assembly, and distribution network to provide safe food from domestic sources for their supermarkets. The discussion will focus on required activities, successes, problems, and the possible usefulness of the model elsewhere.

The globalization of the agribusiness food chain, growing niche markets, and identity preserved commodities brought to the forefront by the development of genetically modified products has raised concerns that the existing marketing and processing infrastructure is not capable of achieving integrity. Can existing distribution systems maintain separate GMO and non-GMO channels? If not, what are the investment costs and marketing systems needed for achieving traceability? What is the scientific basis for dual channels? Will the need disappear as new facilities become available? Will the global players change?

Globalization is sweeping the world at an escalating rate. The advent of sophisticated technology and communications has enabled the speed at which this is taking place. Multi-national food companies are crossing borders and acquiring domestic companies that best fit their growth strategies to rationalize manufacturing and distribution. International retailers are either acquiring or starting up in foreign countries, as their domestic market becomes saturated. Simultaneously, they are combining to form alliances or B to B buying consortiums that have the capacity to completely revolutionize the traditional buying modus operandi. Should countries be concerned? Can they really impact the trend?

The consequence of this process is that some countries' role in the food chain will be marginalized if they are caught unaware. Australia has a large agricultural base and is acutely aware of impending global change. The Australian Federal Government, combined with the business community is aggressively developing a National Food strategy, to hopefully ensure the future of this integral and vital part of its economy. Will Australia be successful? What are the implications for developed and developing countries?

This year IAMA joins with Monash University for the 6^th Annual Rabobank Agribusiness Awards for Excellence Gala Dinner. The dinner and awards are organized by Monash University and will recognize outstanding achievements in several different agribusiness categories. All Forum participants and registered guests are invited to attend. If you did not receive tickets upon check-in, please see the IAMA registration desk.

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